Lately I’ve been thinking a lot about the placebo effect as it relates to marketing. How the power of advertiser-created positive expectations can elicit customer perceptions that don’t jive with their actual reality…and how marketers use this to their full advantage.
At first glance, this may sound like a “shell game” technique or a sales pitch screamed at you on a 3 a.m. infomercial by a guy wearing a drive-thru head set. But there’s a world of difference between “the power of positive expectations” and flat-out misrepresenting a worthless piece of crap being hawked for $19.99 (plus processing and handling).
Placebo effect or not, you have to deliver the goods.
Because I focus on B2B marketing with my clients, I’m keenly aware that smart, successful marketing must represent and PRODUCE something deeper – and more tangible – than just a snappy slogan or snazzy new package.
A strong brand and an emotionally evocative message (about why you give a damn and why you’ll continue to give a damn) means you click sooner with your ideal customer(s). But once they’ve clicked, you better bring it. What do you actually do to improve customer experience? This is where your employees come in.
The placebo effect can also affect your employees.
Here’s my theory: Because your new messaging better represents the heart (and soul) of your company, your staff does better work – in turn producing better results. Is there any truth to this?
You bet your ass there is. Your employees need – and want – something positive and meaningful to believe in. Something to rally around, take personal pride in and advocate/ defend. In other words, a battle cry.
Never under-estimate the unifying effect of a powerful marketing campaign on the culture (and bottom line) of your company.
Here’s where your marketing rubber meets the road.
It’s at this point where you strengthen the public relationship you have with your market and build lasting trust. Branding, logos, websites, brochures, custom apps, drip marketing campaigns, QR codes, ads…these are all just tools. You have a hammer in your hand, but you can’t drive in the nail unless you swing it hard, consistently and make solid contact.
When your marketing tools demonstrate your knowledge, value and beliefs in a meaningful and consistent way, you show customers (and employees) that they can believe in – and depend on – you.
Take those placebos with a grain of salt.
At the end of the day, it’s not about one single marketing idea being your cure-all magic pill. It’s your unwavering commitment to the measured daily dosage that brings about positive, permanent change.
Need some help prescribing your marketing goals and achieving them? Our marketing gurus are just what the doctor ordered, so give ’em a call.
